Advertising: Mobile, TV and Internet - US - July 2016

"The advertising landscape is more complex than ever as consumers now relate to ads across television, online, and mobile platforms. Consumers can be influenced by marketing messages, but only if the message is received over the most strategic platform."

- Billy Hulkower, Senior Technology Analyst

This report looks at the following areas:

Large segment of consumers unfazed by advertisements

More-affluent consumers not interested, despite seeing more ads

Many consumers view mobile ads negatively

For the purposes of this Report, Mintel has used the following definitions:

Mintel defines television ads as those seen via broadcast, on DVR after broadcast, and those seen while watching video-on-demand content from satellite, cable, and telco subscription services, even if these ads are seen on a smartphone, tablet, or computer.

Online video ads are those seen while watching programming from a website or app not affiliated with a television service subscription, and includes ads that occur before, during, or after content seen through these formats, including overlays.

Mobile and online advertising includes banner ads, ads embedded in videos, apps, games, ads played between songs on internet radio stations, paid search results, insertions in social network and news portal feeds, promoted tweets, and sponsored texts and email.

Radio and internet radio ads are not the primary subject of the report but are discussed in the report to provide a comparative basis for other media forms explored in the report.

What's included

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Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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* This is a sample representation of the report layout and does not reflect the research included in this report.

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Table of contents

Overview

What you need to know

Definition

Executive Summary

The issues

Large segment of consumers unfazed by advertisements

Figure 1: Types of advertising that drives interest - none, by age group, May 2016

More-affluent consumers not interested, despite seeing more ads

Figure 2: Types of advertising that drive interest, by household income, May 2016

Many consumers view mobile ads negatively

Figure 3: Attitudes toward mobile ads, May 2016

The opportunities

Online ads can influence targeted markets, especially younger men

Figure 4: Attitudes toward mobile ads, by gender and age, May 2016

One quarter click on native ads to learn more

Figure 5: Native ads, by Hispanic origin, May 2016

When ads come on TV, nearly half of consumers stay tuned in

Figure 6: Response to TV ads, May 2016

What it means

The Market – What You Need to Know

Online advertising set to exceed TV advertising

Large segment of consumers unfazed by advertisements

Streaming gains popularity to some decline in pay TV

Market Size and Forecast

Total online advertising set to exceed television advertising

Figure 7: Total US mobile advertising revenues and fan chart forecast, at current prices, 2011-21

Figure 8: Total US online* advertising revenues and fan chart forecast, at current prices, 2011-21

Figure 9: Total US television advertising revenues and forecast, at current prices, 2011-21